Navigating the world of playlisting is essential for musicians aiming to reach a broader audience and achieve sustained growth in today’s music landscape. With the rapid evolution of streaming platforms like Spotify, Apple Music, and YouTube Music, playlists have become a primary tool for music discovery. However, getting your tracks on these playlists, especially popular ones, requires strategy, persistence, and a deep understanding of how the playlist ecosystem operates. We talked to Mark Mendy, one of the new generation of musical artists, who combines his craft with a deep understanding of the playlisting world. 

Mark Mendy has over 850k monthly listeners on Spotify and millions of streams on his songs such as “Weekend (Party, Sleep, Repeat)”. He is one of the artist that has embraced new technologies for developing your artist brands, but of course, it all started from a passion for music:

Working in music has always been my dream but I started taking things seriously, meaning producing my first songs, only in 2016, when I was 25. The biggest challenge was putting myself to the test at that age, starting a new career from scratch. Another important challenge was managing to make a living from my music.

Luckily, he managed to stumble upon some branding strategies, making it possible to live off his musical creations. Embracing the playlisting game was one of them. Not only getting his own songs into playlists, but also building lists of his own.

Playlists are extremely important for monetizing your music. I always recommend building your own playlists, as they can be a game changer. However, playlists alone are not enough for promoting your music. Relying solely on playlists for promotion often turns out to be inefficient in the long run. I believe that playlist promotion should be part of a comprehensive 360° promotional strategy, rather than the only approach you’re using.

Understanding the Types of Playlists

Playlists fall into several categories, each serving a unique purpose. First, there are “editorial playlists”, which are curated by streaming platform teams. These playlists, such as Spotify’s “RapCaviar” or “Today’s Top Hits,” are highly influential but also very competitive to get onto, given their huge followings. Second, “algorithmic playlists”, like Spotify’s “Discover Weekly” or “Release Radar,” are generated by the platform’s algorithms based on listener habits and preferences. These can provide a big boost, especially to emerging artists. Finally, independent curated playlists – or “indie playlists” in short, curated by influencers, independent tastemakers, and even everyday users, offer a range of audiences and are often easier for newer musicians to target directly. And, it can even be a good idea to start your own lists, like Mark Mendy:

Building your own playlists is always a good idea. Alternatively you can look for other people’s playlists and submit your song. Either way, it’s important that your music is added only to suitable playlists.

Pitching to Curators

When pitching to playlists, focus on building relationships with playlist curators rather than sending out mass, generic emails. For editorial playlists, platforms like Spotify allow artists to pitch directly through their artist portals, but it’s essential to tailor your pitch thoughtfully. Highlight what makes your song unique and relevant to specific playlists. Avoid overhyping; instead, be concise and informative about genre, mood, and context, and mention any recent press, collaborations, or playlist placements that make your track stand out. Mark Mendy explains:

When it comes to playlist promotion, I always add my music to the playlists where it fits best. Adding a song to every single playlist just to get more streams is not an option for me. The goal is to trigger the DSP’s algorithm, and to do so, your music must first reach listeners who enjoy similar music. I don’t set benchmarks; every song has its own story. I simply do my best for each song I release.

For independently curated playlists, consider reaching out directly to playlist curators via social media or email. Make sure to personalise each pitch, indicating that you’ve researched their playlist and believe your track aligns with it. Tools like Chartmetric and SpotOnTrack can also help identify the most influential playlists in your genre, enabling targeted outreach.

Networking is the key. Never be afraid to reach out to independent curators, in the worst scenario they’ll skip your song.It’s also extremely crucial to surround yourself with people who work honestly. Unfortunately, many playlist curators choose to inflate the statistics of their playlists using illegitimate methods. Always use tools like Chartmetric to check whether a playlist’s traffic is organic or not. The follower graph can say a lot about how organic a playlist is.

Playlisting success rarely happens overnight, so it’s essential to remain patient and persistent. Mark Mendy has been in the game for years and years and is the living proof patience can definitely pay off in the end. Track your progress, adjust your strategy based on data, and keep refining your approach to find what works best for your music. Even smaller playlists can have a big impact by introducing your music to new, engaged listeners.

In summary, playlisting is a powerful tool for building a fanbase, but it requires strategic planning, authentic engagement, and a consistent release schedule. By understanding the landscape, focusing on genuine connections, and leveraging algorithmic insights, musicians can effectively navigate the world of playlisting and elevate their reach in the competitive music industry.

The post Navigating the playlisting world as an artist: A talk with house and dance pop producer and playlisting expert Mark Mendy appeared first on Magnetic Magazine.